If we really wanted you to pay attention to the points in this blog post, we'd broadcast them to you over a speaker or through your earbuds. That's the biggest takeaway from Dentsu's latest Attention Economy study. When it comes to attention - the ears (and audio) have it.
Over the past five years, Dentsu has been on a mission to better understand consumer attention, working with leading measurement and media partners to study different channels and benchmark attention standards. Their latest installation in the Attention Economy project involved the expertise of the attention measurement company, Lumen, and the collaboration of several audio companies, including Amazon, Audacy, Cumulus Media, iHeartMedia, Spotify, and SXM Media. Lumen measured attentiveness, as well as brand recall and brand choice uplift, to reflect consumers' engagement with media - including radio, podcasts, and audio streaming.
AUDIO DELIVERS HIGHEST ATTENTION AND ENGAGEMENT
Findings showed that audio earned +56% more attention than all other measured media - ahead of TV, online video, social, and display advertising. Brand recall for audio ad-exposed consumers also exceeded other media, and Dentsu norms, at 41%. And audio delivered a +10% increase in brand choice, ahead of Dentsu's media benchmarks. The strong findings for audio as a whole translate well across the three audio channels tested, as each platform displayed its own strengths for outperforming video ads.
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RADIO IS THE MOST EFFICIENT PLATFORM: HIGHEST ATTENTION AT LOWEST COST
As effective as audio proved to be at driving attention, Dentsu showed that audio platforms were also among the most cost effective options for advertisers. Looking at Dentsu's metric of aCPM (attention cost per thousand impressions), radio was the most efficient platform by far, with an aCPM of 40ยข. Radio ad dollars delivered more attentive consumer "bang" for the buck.
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For more information from Audacy
For more information from AdAge